MILAN (ITALPRESS) – “I hope that by the time this issue of Prima is in the hands of our readers Cecilia Sala will have been freed from the Iranian prison where she has been held since Dec. 19.”
So begins the editorial introducing the new issue of Prima Comunicazione on newsstands. News of the journalist’s release arrived on Jan. 8, six days before the monthly magazine’s arrival on newsstands, in which Cecilia Sala is brought as an example that, despite all the dire predictions about the end of information, journalism is alive.
Considerations that are echoed in the special The Big Book of Print and Online Information, attached to this issue of Prima, more than 300 pages devoted to telling the stories of news outlets, from major dailies to periodicals and online sites (a total of 271 newspapers, including 125 dailies, 47 weeklies and 99 monthlies, 120 editors and 64 advertising concessionaires, the professional profiles of all the editors-in-chief). Stories worth reading to understand what a heritage of Italian history, culture and politics are information products and how it is really stupid to think that it is enough to hop on Facebook or Instagram “to be informed.”
These are the highlights from the menu of Prima Comunicazione No. 553, available at newsstands and on digital.
To get a sense of what social-managed information can mean one needs to read on page 58 the interview with Michele Mezza, who uses the term ‘algorithmization’ to indicate how intellectual work is increasingly mediated and organized by algorithms.
Another window on social media distortions is opened by Andrea Barchiesi, the philosophical computer engineer rubricist, with the case of the ongoing beatification in the U.S. of Luigi Mangione who, accused of the murder of the ceo of a major insurance company, has become a folk hero and not only on social.
First tries to chronicle the world of communication with stories that show creativity and intelligence. So in this issue are on the cover two stories of editors who are somewhat anomalous to tradition. Cronache di spogliatoio, a media company for Generation Z, very strong on social, whose editors Giulio Incagli and Stefano Bagnasco are true devotees of good information; and that of Urban Vision, a famous company specializing in visual communication (its big screens populate and enliven cities), whose CEO Gianluca De Marchi tells why they bought two newspapers, Rolling Stone and ARTnews, to debut with information on digital screens on the street. And what about Gaspare Borsellino, founder and publisher of the Italpress agency, who is increasingly engaged on the international front and who, after opening offices in Malta, Morocco, Serbia and Romania, has landed in Saudi Arabia by signing an agreement with the Saudi Press Agency. Now becoming a habit, the year-end interview with Massimo Beduschi, GroupM’s grand chief and president of Wpp, is particularly interesting in this edition given the scenario in great upheaval in the world of communications and marketing consulting companies with the sudden acquisition of Interpublic by Omnicom, but also because of the adjustments in relations with the Google, Meta, and Amazon platforms, which continue to take the lead. Beduschi recounts, on the strength of estimates generated by his organization, that today in Italy, in an advertising market worth about 11 billion, digital accounts for six billion and is worth more than 50 percent of the market. Eighty-five percent of digital revenues are the preserve of Google, Meta, Amazon and TikTok. Publishers scrambling to invest in their own sites and platforms are left with crumbs.
Agcom (president Giacomo Lasorella), which with its Observatory on Communication has its eye on the performance of all sectors and is very clear about the crisis in the press, has decided that the time has come to develop a new system law that comes to terms with the revolutions that have disrupted the world of information, which is stuck with rules from the last century.
Instead, communication in the business world is moving fast, and there are an increasing number of very interesting stories in which communication is intertwined with the development of successful business strategies. And this issue of Prima bears witness to that.
Lionello Cadorin recounts, for example, that 2025 will be the year of the strategic relaunch of Bancomat, where new CEO Francesco Burlando decided to follow the lead of the Landor consulting group in adapting the narrative of the new reality committed to digitization to facilitate and implement customer services.
Speaking with Alessandro Medici, the communications director of Coop Alleanza 3.0, one discovers a system with a total of 345 outlets in territories ranging from Friuli to Puglia and especially in Emilia-Romagna, and which owes its success to the principle that cooperative members are also owners.
Medici recounts this anomalous machine founded on the participation of 2,200,000 people “for whom it is necessary to manage communication in an integrated way, overcoming corporativism and diversity.”
Who doesn’t know Ferrari Trentodoc, Italy’s most famous bubbly brand? The champion of sparkling wines, six million bubbles sold per year, which the Lunelli Group has taken to the top of the world rankings. Camilla Lunelli, head of communications, explains the strategies of a now multi-brand family-owned group.
Atm, Azienda Trasporti Milanese, in addition to knowing how to operate streetcars, buses and five subway lines, has shown a special disposition for communication in its history of more than 80 years. This is demonstrated by posters, photographs, books, videos, social media, and advertising campaigns, which Laura La Ferla’s Communications Directorate has organized in a rich exhibition at the Design Museum, from old photos of ticket-takers to some courageous campaigns against violence against women, or to promote social inclusion, from which the close relationship between the company and the city is clear.
The flagship of the Milanese community is Sda Bocconi, at the center of the rebranding wanted by Stefano Caselli, dean of the institution of the management training system who turned 53, who tells Prima a the meaning of the launch of an international communication campaign and also of a new visual identity that focuses on the color yellow.
Best Secret is called the German online sales platform that, with customers in 27 countries, positions itself as Europe’s leading online destination for premium and luxury discounts on prestigious brands. CEO Moritz Hahn unveils the decision to open a Milan office. An entire floor of elegant reception, symbolizing the interest in the city and different brands to be won to the platform where access is exclusive, managed only with invitations.
– photo Prima Comunicazione –
(ITALPRESS).
On newsstands “Prima” with the Big Book of Information 2024-2025 attached
